We are going to pinpoint the demographics, interests and environment where they most likely to view your film. So you know that conducting a survey is a perfect plan to go with. The audience can be divided up into categories like: • Survivors: who like security and routine • Social climbers: who like material wealth and status symbols • Care givers: who believe in ‘caring and sharing’ • Explorers: who are interested in personal growth and social change Which one are you? (See Appendix 4 for a list of market research resources). Audience segmentation is used in commercial marketing so advertisers can design and tailor products and services that satisfy the targeted groups. 48) _____ are the target audience for the most popular categories of fiction on Wattpad. Thus, we know that the advertisers want the same audience for this new film. Drama films and drama hybrids (especially the Action/Drama hybrid) have increasingly become more popular in the general public’s eye as well as becoming commercially successful; such titles that would interest my target audience include The Twilight Saga, The Harry Potter Series, Black Swan (a drama/psychological thriller… Why does my target audience enjoy watching Drama films? Deals and events – Given the relatively high cost of regular cinema attendance deals such as family tickets and subscription schemes can be attractive. ), The quality and range of other leisure facilities near the planned cinema (visits to cinemas are usually accompanied by other leisure activities, such as shopping, eating and drinking), The extent of car ownership within the proposed catchment and the attitude to travel for leisure purposes (rural residents are often more inclined to travel long distances for their leisure), The quality and frequency of public transport (late evening services being particularly important), The age and life-stage profile of the target audience (children, youth audience or older adults? However, you will still have to work very hard at getting people to change their viewing habits and overcome their prejudices about certain kinds of film. A list of words that can be considered the opposite of culture. There are a noticeably higher proportion of people in education or with higher educational qualifications. Group composition – who do we attend cinema with: family, friends, or alone? To create complex targeting rules that include “OR” operations across categories, create an expression target. The earlier you define your target audience, the more time you will have for setting up, developing, and implementing a successful marketing campaign which directly influences your final film … The difference between marketing and advertising explained. The general intention for a horror film is for the audience to feel scared and feel a sense of panic. If this is a new concept, you’re not alone. Films based on literary works or specific aspects of social history or parts of the country are often well received by local audiences who prefer cinemas with comfort, character and the opportunity to have a coffee or a bar drink. Film Audience Development. Within the broad leisure sector, operators are increasingly focusing on the social aspects of leisure and on four influences affecting the choice of activity: For local cinemas a ‘Friends’ scheme may offer useful benefits for both the cinema (loyalty) and the customer (discounts and special events). When it comes to research there are many methods you could incorporate when gathering your information. People who like romance and drama movies. Target audience segmentation means a dynamic way of separating people into analogous subgroups based on geographic, demographic, and psychographic factors. Local cinemas have to be capable of adapting to whatever is currently in the news and available to them. These films aim to portray our worst fears in order for us to believe in the story and the horror involved. However the audience characteristics for individual films vary widely and demographic analysis should be treated with caution. Defining a target audience helps create more efficient marketing messages. These films such as the new James Bond, the latest Disney family feature and other big action titles such as the Marvel films or ‘sagas’ such as Twilight and The Hunger Games, are the bedrock of commercial cinema. A list of antonyms of reason and rationality. People interested in the real story of the Titanic. 1109053. Be first to hear about jobs, opportunities, our training, films and much more, Got a question about independent cinema? ICO is a registered charity No. They can focus on a small group of customers who will be most likely to benefit from and enjoy their products. © 2010-2020 Simplicable. Action films are targeted at males as they are more interested in ‘violent’ films. The belief that there is enough for everyone. Meanwhile, teenagers are going to less movies, and children age 2-11 are going to even less movies (when compared to last year). The common types of advertising objectives. Filmmakers and marketers are becoming increasingly savvy at blurring traditional boundaries and appealing to broader audiences through both film content and marketing. In addition to assessing potential audience through demographic data, market researchers have increasingly used psychographic research as a tool for understanding audiences. And they fall into two categories: Qualitative research seeks to uncover the feelings and opinions of your target audience. Where demographic data looks at purely social classifications, psychographics looks at broadly psychological factors that impel audiences to respond to certain kinds of offer – key factors such as values, attitudes, personality, interests, lifestyle. But will they come back next time when there is no beer on offer? Film Audience Development. A well defined target audience can be used to tailor messages to your audience and to find avenues where they can be reached. This is so we can analyse how people use the website and improve it, and to optimise your experience. A list of common advertising industry terms. For example, targeting pregnant women would appeal to the emotions and issues a woman is currently facing as she lives with her changing body and needs. Knowing how to find your target audience gives you power. Reference titles – because knowing the works your audience likes helps industry professionals to figure out the first two criteria; For novels, publishers often know very well who the fans of some very specific genres and subgenres are, demographically at least. Families may want to attend regularly but the total cost (travel, tickets, confectionery) is sometimes felt to be too great. Planning a cinema development, like any other leisure or retail development, involves estimation of the catchment area that the new cinema will serve and from which it can expect to draw audiences. Who is the Target Film Audience. A wide range of population, economic and lifestyle data is available from local authorities, from National Statistics, and from commercial companies such as CACI Ltd and Experian. A target audience is a group identified as the focus for communications, media, entertainment, information or advertising. Sometimes they attend with a group of friends. There is a range of tools and techniques but it can be costly and the effect difficult to measure. Knowing how to find your target audience gives you power. The cinema industry categorises audiences in many different ways but often relies on an age-related scheme which closely follows the film certification categories (U, PG, 12A, 15, 18): Research by the All Industry Marketing (AIM) Committee for the UK cinema industry has proposed two new audience segmentation schemes. Langkah 2. Each year a small number of new release films, 6-10 titles, become ‘events’. Your Pal Sal, Mental and physical energy – a small proportion of attenders are highly motivated to attend cinema and encourage friends to join them. Other relevant catchment boundaries can be derived from travel to work data and from retail catchment information. Much of this data can be analysed at ward or postcode sector level that allows a detailed picture of the population’s characteristics to be established. For anything large scale, it is probably best to appoint a professional market research company. There is absolutely no reason why any audience segment should not enjoy any film. One interesting point is that high-frequency moviegoers, defined as those that attend over 12 movies per year, account for 13% of the movie-going audience … An overview of the color yellow with a large palette. The main considerations for audience development can be summed up as follows: Enhancing the experience of audiences; providing audiences with opportunities to develop knowledge and better understanding of film, Making existing audiences attend more often, Bringing to the programme/venue people who haven’t attended before. And before you get into the mechanics of growing your audience – You need to take time to find your target audience even before you write your screenplay. A target audience is a group of people identified as likely customers of a business. Drama films and drama hybrids (especially the Action/Drama hybrid) have increasingly become more popular in the general public’s eye as well as becoming commercially successful; such titles that would interest my target audience include The Twilight Saga, The Harry Potter Series, Black Swan (a drama/psychological thriller… The fact that a certain type of audience tends not to attend foreign language films for example and conform to type could be seen as an immense marketing challenge. A detailed discussion of research methodologies, quantitative analysis and questionnaire design is beyond the scope of this guide. For example, young people notoriously avoid subtitled movies. Google searches can also lead to very useful, and invariably free, data. You can also target custom profile parameters and user. Target audience segmentation means a dynamic way of separating people into analogous subgroups based on geographic, demographic, and psychographic factors. The most common way of defining a cinema’s catchment is a drive-time boundary (based on the fact that the majority of people use cars to get to the cinema). Target audiences for different genres: Horror The main target audience … Films for the younger age groups are important for local cinemas and may attract sell-out audiences for morning or matinée performances, especially at weekends and during school holidays. Films cater for this target audience by mainly using males as their main characters. The genre of romance stereotypically targets females. If public funding is sought for a new cinema project – refurbishment, conversion or new build – it is likely that a competent analysis of the relevant catchment population will be required. An without a marketing budget to reach a global audience, you must focus on finding your niche audience. Google searches can also lead to very useful, and invariably free, data. You could lure them in to a Japanese film with a free bottle of Japanese beer. Company 5369193. However, for small-scale projects (consultation, focus groups etc.) The most popular articles on Simplicable in the past day. Meanwhile, teenagers are going to less movies, and children age 2-11 are going to even less movies (when compared to last year). People who like movies in gereal - movie buffs. Social media platforms, such as Twitter and Facebook are increasingly being used to conduct market research. Apart from being regular attenders these individuals are often the opinion leaders who influence other less committed people to attend. Now, you need to figure out who your target audience is, by looking at the characteristics you can use to separate one customer from another. Young people, although still the multiplexes mainstay audience, are increasingly consuming film online through downloading or streaming services. A target audience is the intended audience or readership of a publication, advertisement, or other message catered specifically to said the intended audience. The motivation to attend a cinema, and the opportunities for doing so, varies considerably from group to group. Field research can be a minefield in terms of establishing meaningful data. Psychological element Gender as this is going to be a crime/mystery short film enigma codes are going to be used throughout, this means the audience are going to have to play detective and for this they need to have the mental capacity to understand what's going on and try to TARGET AUDIENCE: The trailer begins by referencing The Little Mermaid and Beauty and the Beast, two animated Disney movies that had been recently released. Gender specific marketing reaches out to the needs and desires of specific consumers based on gender. • Audiences can be specific in a number of ways, as outlined by Graham Burton: 1. The Target Audience. For example, a brand that sells day planners may decide to focus on a smaller, specific target market. Many cinemas now have a regular slot for this audience and operate it like a ‘club’ to encourage repeated visits. Want to screen a film outside the cinema, but unsure what licences you need? Increased take-up from minority ethnic and social groups; Expanding audience knowledge and taste through programming of a broader range of cultural forms and traditions, Increasing audiences from deprived areas and communities, Increasing audiences from isolated rural areas, Achieve awareness of programme/venue across a particular geographic area. In recent years the 45+ age group has become one of the largest growth markets in UK cinemas with films such as The Best Exotic Marigold Hotel with more mature characters and strong storylines aimed at a multi-generational market. These films appeal more to 30+ year olds and can prove to be very popular with particular audiences in individual cinemas. Send us an email, 9 Bickels Yard Read More. Cookies help us deliver our site. Of course, you may confound received wisdom and expectation by attracting pensioners to Star Wars and teenagers to an archive presentation on land army girls. If public transport is particularly important then a ‘travel time’ boundary is more appropriate. A target market is a group of people to whom you want to aim to sell. Tag: Genre and Target Audience Writing Craft 101: Genre and Target Audience. They provide a disproportionately large amount of a cinema’s annual income and they generally appeal strongly to the youth audience (16-24 year olds). The scale of the cinema planned (10-screen multiplex or 2-screen independent? One of the first places to find your audience is the local newsstand. Target audience. A definition of public relations with examples. Facebook Audience Insights Why does my target audience enjoy watching Drama films? The ‘lifestage’ categorization draws attention to the elements of the cinema-going experience that each group seeks – popcorn, comedy and thrills for the teenage audience contrasting with a bar drink and a quality film for 40+ year old adults. In order to obtain a good understanding of the potential audience for a new cinema it is usually worth looking at these catchments independently. The diversity represented by specialised cinema in particular, has been seen increasingly as a lifestyle choice for a range of audiences with shared values and attitudes, rather than simply a cultural choice for a particular social class. A popular scheme such as CACI’s ACORN geo-demographic systemclassifies neighbourhoods into six categories, … Audience Research Methods. A wide range of population, economic and lifestyle data is available from local authorities, from National Statistics, and from commercial companies such as CACI Ltd and Experian. Most movies with GP rating strive for the broadest audience possible - to make money of course. A popular scheme such as CACI’s ACORN geo-demographic system classifies neighbourhoods into six categories, subdivided into 17 groups and 54 types. Horror Sub Genres Horror can be split into sub genres: The Monster Scare Psychological Thrillers Slasher Pics Indeed, from time to time films are released that buck the trend and have genuinely wide appeal. Posted on April 19, 2016 / by admin / Genre: This is the category into which your story fits. And before you get into the mechanics of growing your audience – You need to take time to find your target audience even before you write your screenplay. Location – will it be possible to have a complete evening out in one location? The following are common types of target audience. Young children enjoy cinema going. “Chick lit” is aimed at a younger female audience … The boundary takes into account the type and quality of road links as well as distance. A List of Common Target Markets. In general, picture books should appeal to ages 3-8, but the age of your target audience is really determined by how complex the story is and how much text is involved. Selecting the right audience and understanding what makes them ticks them; is necessary to promote and sell your products to them. Fans of the stars. The key to making a cinema successful is having a strong feel for the range of audiences that it might attract: who are they, what do they want to see and how do you communicate with them? Market research companies such as Mintel and the Kantar Media, Custom produce regular reports on audience characteristics and cinema-going behaviour. 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